Caesars Set to Expand Empire With Worldwide Brand Licensing

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Caesars Entertainment revealed plans to expand its international presence via a licensing program for four of its resort brands: Caesars Palace, Flamingo, The Cromwell and The Linq. Plans already are underway to build international resorts under the Caesars Palace name in the form of the recently announced nongaming hotels Caesars Palace Bluewaters and Caesars Bluewaters in Dubai, as well as the Caesars Palace Puerto Los Cabos in Mexico (pictured). Caesars revealed yesterday that those developments are part of a broader international branding effort.

Select international developers will have available to them the iconic Caesars Palace and Flamingo brands, as well as the more recently introduced The Cromwell and The Linq brands to choose from.

Caesars describes the Caesars Palace brand as "indulgent and fun luxury" with a foundation of Roman architecture and opulent design and a focus on signature restaurants and top-name entertainment. Flamingo, meanwhile, refers to a "Vegas-style resort" that embraces classic Las Vegas; think dry martinis and cabaret.

The newer brands offer developers more lifestyle-hotel opportunities. The Cromwell should be a "place to see and be seen" -- a boutique hotel with a decadent and whimsical design, eclectic nightlife and signature culinary experiences. The Linq is "social, sensory and modern," catering to a younger, stylish demographic and encouraging connections and interaction. The property should offer the opportunity for discovery and experiences that go beyond the hotel itself, not unlike The Linq in Las Vegas, which sits next to a promenade of shops, restaurants and a giant observation wheel.

Caesars is looking for both gaming and nongaming branding opportunities, although all three of the announced projects are nongaming, representing the company's first foray into that space. The Dubai Bluewaters project is being developed on a manmade island and will include the two luxury hotels for a combined 479 rooms, as well as 12 restaurants and bars, a spa and wellness center, and a beach club with a private beach and indoor and outdoor pools. Those properties are expected to open next year. The $200 million Caesars Palace Puerto Los Cabos is expected to begin construction in the first half of 2019 and include 500 guest rooms, a 40,000-square-foot convention center and an entertainment venue, along with pools, cabanas, a fitness center, tennis courts and access to a golf course in the same development.

All resorts with Caesars branding will become part of the Total Rewards loyalty program, as well as the reservations system that currently includes 47 properties and 1,200 reservations agents.